'Old Media' Still Clicks With Double-Clickers, Reports Deloitte

16 August 2007

NEW YORK: Despite a decade-long propaganda barrage from the digital media lobby, egged-on by adland's kicky tendency, traditional media retains its appeal among consumers - of all ages.

So reports State of the Media Democracy, a new study from the Manhattan office of Deloitte & Touche's Technology, Media and Telecommunications unit. It is based on data from a Harrison Group survey of 2,200 consumers across the 13-75 age spectrum.

The report offers hope for traditional media and also provides fresh insights into new-media trends, according to Deloitte's Ed Moran, director of product innovation.

It features four generational segments: Millennials (13-24), Gen Xers (25-41), Boomers, (42-60) and Matures (61-75).

Nearly three-quarters of respondents across all segments said they "enjoy" hard copy magazines - even those able to read the same publications online. Surprisingly, that tendency was also prevalent (71%) among the Millennials.

Moran refers to this as an example of the "resilience of old media", which remains a prominent feature of the landscape. He notes that "one of the main activities online is going to a television website, with 46% of consumers doing so regularly, including over half (52%) of all Gen Xers.

"Television is still a core activity," says Moran. "Even though we see the expected amounts of online, text messaging, cellphone use [and] games—consumers are doing more things, but still watching television. It is always on."

The report also found that …

  • More than a quarter of consumers would pay for online content in exchange for not being exposed to advertising.

  • Overall there was more receptivity to print ads than to internet advertising.

  • Sixty percent of consumers visit ten or more websites a week.

  • More than a quarter of leading edge Millennials (26%) plan to shop online in the coming year.

  • Search engines were rivaled by word-of-mouth in driving internet traffic. Although search led the pack with 84%, virtually the same number (82%) visited a website via a personal recommendation. In declining order of influence came TV ads (65%), website ads (55%) and email campaigns (54%).
For further information on the report click here.

Data sourced from AdWeek (USA); additional content by WARC staff